Well, what’s Lean?
Lean is a production practice that considers the expenditure of resources for any goal other than the creation of value for the end customer to be wasteful, and thus a target for elimination. Working from the perspective of the customer who consumes a product or service, “value” is defined as any action or process that a customer would be willing to pay for.
Essentially, lean is centered on
preserving increasing value with less work.
Since Toyota became Toyota, we all know how a lean approach – in our production areas – is essential in order to let our business grow.
Since Mr Kotler got graduated (and that means we are talking about few ages ago), we all know how a correct and deep approach to the market science is the only way to speak the same language of our customer. And therefore hope to sell.
A lean approach helps our production cutting every waste, increasing our quality levels and our final profit (and therefore satisfaction and even personal happiness).
A proper knowledge of the right marketing levers and a related and really focused application, attracts more customers, helps our sales force and increases the amazing reputation of the Head of Marketing (which it really matters, especially when the Head of Marketing is one of the stake holders’son or daughter).
Why – if marketing is a science – marketing men, nowadays, especially here around*, seems to be more similar to sorceres and witches, quite disturbed artists or neurotic gurus?
A marketing man (and – of course – a woman, but you know what I mean) has nothing in common with magicians people. But he (or she) should have a lot in common with a Scientist.
He has to be sharp, quick, measurable and – in one word, again: extremely LEAN.
Lean, for a marketing man, is even not enough. The minimum accettable level has to be: LEANER, going, obviously, to LEANEST.
The Lean WAY has not to be restricted to the production area. It can be helpfull in any aspect of our business. Even in personal life, for whom who are really able to think lean, act lean and to -in one very large meaning – live lean.
So, why don’t use a lean approach to the marketing grey field? And try to let the field became a little bit greener, easier, smarter and (yes, of course) leaner?
*here around: Italy